Project: Customer Onboarding and Cross-Selling
Goals: Improve training, cross-selling (increase share-of-wallet), and the onboarding experience for new customers.
Metrics: 27 touch points (over 1 year), 33% boost in new customer acquisition, and 11% in share-of-wallet improvement.
Goals: Improve training, cross-selling (increase share-of-wallet), and the onboarding experience for new customers.
Metrics: 27 touch points (over 1 year), 33% boost in new customer acquisition, and 11% in share-of-wallet improvement.
The campaign runs for a year and is triggered upon the creation of a new customer (entity in CRM). In addition to the increased customer touchpoints, the program assigns CRM activities to retail associates at specific milestones, adding accountability, measurability, and efficiency to the process.
Pictured below is the presentation used for launch and training.
Picture below is all email content displayed in sequence.
Day 2 - Welcome
Day 5 - Checking=Yes
Day 5 & 300 - Checking=No
Day 10 - Online Banking=No
Day 20 - eStatements=No
Day 25 - OLB=No
Day 30 - Debit Crd Act=No
Day 45 - Mobile Banking=No
Day 55 - CSAT & Refer a Friend
Day 90 - Savings Offer
Day 120 & 330 - Mortgage Offer
Day 150 - Credit Card Offer
Day 180 - Financial Check-up
Day 240 - Consumer Loan Offer
Day 365 - Anniversary
Integrating Qualtrics (CXM), we solicit feedback on the customer's experience.
Basic NPS Data
CSat
Determine Services
Skip Logic for Ratings
Open Ended Feedback
Demographics Data
A project of this magnitude requires organization and a project management process. Pictured below are the 3 primary tools used for agile development.
Campaign Flow Map
Agile action plan
